During this 221st episode of “Marketing Today,” host Alan Hart interviews Burke Morley, the vice president of brand and executive creative director of Purple.
On the show today, we talk a lot about content and how content has been vital to Purple’s growth. We also discuss Purple’s focus on differentiation and innovation in the DTC mattress space, including their “SHIF” (show how it feels) approach.
Morley talks about what sets Purple apart from their competitors in the same space. He says, “we’re interested in creating a better sleep experience and a better mattress and not just a better purchasing experience.” This focus on innovation connects to Purple’s content strategy, which is about owning tactility. Trying to create a visceral sensory experience, Morley says, “we want to show how it feels instead of talking about what it is.” We discuss how Purple has weathered the COVID-19 pandemic phenomenally by shifting their strategy and the sales flow from wholesale to DTC. We also discuss Purple’s future, and Morley reminds us that, “reach can be bought, but attention has to be earned.” This discussion highlights a sensorial approach to marketing and how that strategy can help evolve a growing brand.
Highlights from this week’s “Marketing Today”:
- Burke’s experience working in many locales. 01:30
- His journey to Purple. 02:08
- The nature of the work he did at iconic brands such as Nike and Sonic. 03:02
- How Purple differentiates itself in the DTC mattress space. 05:24
- How Purple is thinking about content. 07:06
- Taking the brand to the next level and evolving the brand strategy. 11:32
- The impact of the COVID-19 pandemic. 13:23
- Purple’s future. 20:00
- Burke shares a defining experience. 24:01
- Burke reflects on advice he would give to his younger self. 27:44
- Burke shares about an impactful purchase he made in the last 6-12 months. 30:48
- Are there any brands, companies, or causes that Burke follows that he thinks other people should take notice of? 32:03
- Burke’s take on the top opportunity and threat facing marketers today. 34:36
Resources Mentioned:
- Purple
- Burke Morley
- Sonic Two Guys Commercials
- Goldilocks Purple Mattress Video
- Experience the Evolution of Sleep Video
- ManvsMachine Agency
- Seat Cushions by Purple
- Upgrade your home office (Goop.com)
- Hollister brand
- Headspace App Subscription
- Track Smith (Brand)
- Taft (Brand)
- Jordan (Brand)
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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.